A report has revealed Formula One fans
were "exposed to an alcohol brand on
average every five seconds for almost
two hours" during last year's Monaco
Grand Prix.
Published by Eurocare, the 18-page
report (Alcohol advertising and sponsorship
in Formula One: a dangerous cocktail)
analysed the 284 minutes of coverage
broadcast of last years Monaco race by
Sky Sports, finding that the audience was
on average exposed to 11 references to
alcohol brands per minute.
"What is further revealed in the findings
is that there is a lack of recognition or
understanding within the F1 community,"
the report found. "The massive exposure of
alcohol brands is evident, both during the
race and on the teams’ web- and Facebook
pages."
The report also stated that the
advertising practices employed in F1 go
against voluntary codes of conduct set up
by the liquor industry.
"When previously addressing these
concerns to FIA, Eurocare has been met
with little understanding and FIA claims no
involvement in the sponsorship deals in,"
the report added.
Mariann Skar, Secretary General of the
European Alcohol Policy Alliance (Eurocare)
wrote to FIA president Jean Todt last
November stating is distress over the level
of alcohol advertising in Fomrmula One.
"Allowing alcohol sponsorship in Formula
One seems to contradict many official
guidelines for the marketing of alcohol,"
Skar wrote.
"It runs against the EU Directive (2010/13/
EU) which states that marketing for the
consumption of alcohol should not be
linked to driving. Moreover, the current
association between alcohol and driving
does not seem to fall in the category of
'the widespread promotion of responsible
drinking messages', part of the mission
supported by the alcohol industry itself.
"The European Alcohol Policy Alliance is
requesting an end to alcohol sponsorship in
Formula One and expects rapid action from
your side."
Williams, Force India and McLaren all
feature prominent alcohol advertising.
formula one's
drinking problem
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